I think they're cool. The Surface Pro and Surface Book are the only computers since the iPad first came out that I actually wanted to buy.

They also put Linux in Windows, released visual studio for free, created one of the most popular text editors ever, and created 3 programming languages that are generally well liked (C#, F#, and typescript).

I'm not sure how cool they are compared to Google, Amazon, Netflix, Apple, and Facebook but I personally tend to compare them to enterprise companies like IBM and Oracle. Microsoft wins that coolness contest easily.